Amazon Reports Strong Kindle Fire Sales For Black Friday

Amazon said it sold four times as many Kindle devices on Black Friday as it did last year, and its Kindle Fire tablet was the best selling tablet on its website as well as at Target stores.

Though Apple’s iPad dominates the tablet market, the Kindle Fire is considered one of its strongest rivals to enter the market. The Kindle Fire has a smaller screen and fewer apps than the iPad, but it’s priced much lower and is expected to appeal to consumers on a budget who plan to use it for consuming content rather than as a partial laptop replacement.

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Displayed left to right are the Kindle Touch, the Kindle Fire tablet and the new Kindle.

Amazon also is competing with Barnes & Noble’s new low-price Nook Tablet.

Amazon Kindle executive Dave Limp said the company is “seeing a lot of customers buying multiple Kindles–one for themselves and others as gifts. We expect this trend to continue on Cyber Monday and through the holiday shopping season.”